Five Tableau visualizations that support smart audience marketing decisions

Five Tableau visualizations that support smart audience marketing decisions

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Tableau is a Gartner-leading data visualization and analytics software that has been deployed by thousands of organizations, both large and small. At LEAP, we have invested in Tableau to empower our media clients with the ability to perform real-time, train-of-thought analysis over the comprehensive audience database designed and managed on their behalf by LEAP.

The LEAP/Tableau integration features an automated refresh of household, subscriber, online user, demographics, transactional and campaign response data into a web-based reporting engine accessible by clients.

Our standard dashboard reporting suite includes Audience KPIs, retention analytics, campaign performance reporting and advertising market profile reports based on fifteen key verticals. There are over 1,000 visualizations ranging from audience composition by household income, age range, education to highly specific segments such as the number of customers with a valid, deliverable email who are interested in furniture and decorating within a user-defined market footprint.

The intent behind the Tableau reporting is not only to provide deep insights into the characteristics of your customers, but to identify opportunities that may otherwise be hidden inside of your disparate data. With this information, our marketing and advertising clients can target these audience segments through a multi-channel approach enabled by the LEAP Dimensions marketing automation platform.

Here are five Tableau visualizations that illustrate the power of data visualization and support strategic audience marketing decisions:

1) Cluster Model: Targeted Growth Model Lifestage Segments

This cluster model displays the composition and distribution of the six distinct Lifestage Segments that comprise LEAP’s proprietary Targeted Growth Model across two axes: 1) the Average Value Score (a calculation of potential ROI) and 2) Subscriber Penetration (a measure of subscription propensity). The model clearly demonstrates the relative value and size of opportunity among these key customer segments, which drives product planning, pricing, messaging and channel marketing decisions in order to fuel audience growth. For example, the Mid-Career Prime Spenders segment indexes above average for Value and just below market average for existing penetration – which suggests opportunity for growth. Among this segment, there are 46,733 potential customers and this is an audience segment that represents great value to national and local advertisers due to their healthy spending habits, presence of children and higher than average education-levels.

2) Chart: Consumer Revenues by TGM Value Segment

Perhaps more than any other visualization, the Consumer Revenues by TGM Value Segments chart illustrates that not all customers are created alike, and that the Pareto Principle is very much at work for media companies with respect to the percent of the market that is willing to pay for access to content. In this particular example, 85% of consumer revenues come from the 25% of the market that LEAP has scored and determined to represent High Value. Among this universe, there are over 32,000 potential customers – and these are precisely the audience segments where media companies should be investing their marketing dollars to drive subscription activation.

3) Retention by TGM Value Segment

The Retention by TGM Value Segment further illustrates the importance of data-driven, targeted marketing toward high value customer segments that demonstrate a much higher probability of retaining. High Value customers retain at a +50% higher rate than customer segments on the opposite end of the spectrum. This visualization is an affirmation of the Targeted Growth Model methodology when correlated with the consumer revenue visualization displayed above.

4) Retention by Acquisition Channel

Understanding Retention by Acquisition Channel is a basic, fundamental set of metrics that must be incorporated into budget planning to ensure you are optimizing your acquisition investments. The visualization above clearly demonstrates the importance of data-driven, targeted acquisition channels that yield a much higher rate of retention and resulting ROI, versus non-targeted solicitation efforts such as door crewing, kiosk and cold-call telemarketing.

5) Email Segmentation by Interest

Email has established itself among consumers as the preferred method of receiving brand communications and summary-form content. And capturing email is also important because it is the single most reliable identifier of an individual digital consumer.

Because of our ability to link emails to household data in the LEAP Dimensions platform, we are able to generate a “single customer view” of a customer relationship. More importantly, our clients benefit from their ability to leverage highly relevant audience segments based on the demographics and lifestyle characteristics that we are able to connect to otherwise anonymous email records.

The Email Segmentation by Interest visualization shows not only the volume of valid, deliverable email records based on key interest categories, but who among them are active customers or potential customers. These insights are incredibly valuable not only for audience engagement efforts, but can also be leveraged with product development, sponsored advertising newsletters, contests, events and other consumer monetization strategies.

About LEAP Media Solutions

LEAP serves a client community of more than 100 media companies to engineer end-to-end, data-optimized marketing processes that grow, activate, engage and monetize audiences.

At the heart of our methodology is LEAP Dimensions™ – a comprehensive database platform that allows us to integrate and consolidate various sources of internal and external data into a single, authoritative view of your individual customer relationships.

LEAP employs a unique Shared Cost Model that allows us to deploy technology and unmatched expertise to reengineer your business around customer intelligence and best practices in audience management and monetization.

As a result, we deliver clients a contracted, end-to-end process for audience development and monetization that does not depend on adding new resources – just on the experienced talent and proven processes that we deliver on your behalf.

For more information, contact us at marketing@leapmediasolutions.com.